Consumer behavior and marketing action

By: Assael, HenryMaterial type: TextTextPublication details: New Delhi : Cengage Learning, c1998Edition: 6th edDescription: xviii, 718 pISBN: 9788131500361Subject(s): Consumer behavior | Motivation research (Marketing) | MarketingDDC classification: 658.8342
Contents:
Ch. 1. Introduction -- pt. 1. Consumer Decision Making -- Ch. 2. Complex Decision Making -- Ch. 3. Consumer Learning, Habit, and Brand Loyalty -- Ch. 4. Low Involvement Decision Making -- pt. 2. The Individual Consumer -- Ch. 5. Consumer Perceptions -- Ch. 6. Acquiring and Processing Information -- Ch. 7. Consumer Attitudes -- Ch. 8. Attitude Reinforcement and Change -- Ch. 9. Demographics -- Ch. 10. Personality and Life-Style Influences -- pt. 3. Environmental Influences on Consumer Behavior -- Ch. 11. Culture and Social Class -- Ch. 12. Subcultural Influences -- Ch. 13. Cross-Cultural and Global Influences -- Ch. 14. Reference Group Influences -- Ch. 15. Communication Within Groups: Word-of-Mouth and Opinion Leadership -- Ch. 16. Communication Within Groups: Family Influences -- Ch. 17. Communication Across Groups: The Diffusion Process -- Ch. 13. Situational Influences -- pt. 4. Marketing Action -- Ch. 19. Market Segmentation and Product Positioning -- Ch. 20. Marketing Communications -- Ch. 21. Store Choice and Shopping Behavior -- Ch. 22. Price and Salesperson Influences on Consumer Behavior -- Ch. 23. Consumerism and Marketing's Responsibility to the Consumer -- Glossary -- Name Index -- Company Index -- Subject Index.
Summary: his sixth edition text includes increased coverage of the macro approach in consumer behaviour
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Ch. 1. Introduction --
pt. 1. Consumer Decision Making --
Ch. 2. Complex Decision Making --
Ch. 3. Consumer Learning, Habit, and Brand Loyalty --
Ch. 4. Low Involvement Decision Making --
pt. 2. The Individual Consumer --
Ch. 5. Consumer Perceptions --
Ch. 6. Acquiring and Processing Information --
Ch. 7. Consumer Attitudes --
Ch. 8. Attitude Reinforcement and Change --
Ch. 9. Demographics --
Ch. 10. Personality and Life-Style Influences --
pt. 3. Environmental Influences on Consumer Behavior --
Ch. 11. Culture and Social Class --
Ch. 12. Subcultural Influences --
Ch. 13. Cross-Cultural and Global Influences --
Ch. 14. Reference Group Influences --
Ch. 15. Communication Within Groups: Word-of-Mouth and Opinion Leadership --
Ch. 16. Communication Within Groups: Family Influences --
Ch. 17. Communication Across Groups: The Diffusion Process --
Ch. 13. Situational Influences --
pt. 4. Marketing Action --
Ch. 19. Market Segmentation and Product Positioning --
Ch. 20. Marketing Communications --
Ch. 21. Store Choice and Shopping Behavior --
Ch. 22. Price and Salesperson Influences on Consumer Behavior --
Ch. 23. Consumerism and Marketing's Responsibility to the Consumer --
Glossary --
Name Index --
Company Index --
Subject Index.

his sixth edition text includes increased coverage of the macro approach in consumer behaviour

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